Recently I've been submerging myself in the curious world of 'massively multiplayer online games' (MMOGs) and roleplaying virtual worlds. One of the pleasing aspects of all this, given the relentless commercialisation of the web, has been the stubborn resistance most gamers have shown to advertisers. Most players of successful MMOGs, such as World of Warcraft and Runescape, pay by subscription. Adverts would be a grotesque intrusion into such fanstasy scenarios and fiercely resisted by fastidious gamers. As a rule, Wizards don't wear Nike trainers. This has left the marketing bods scratching their heads. But, as increased broadband penetration accelerates the spread of MMOGs and virtual worlds, new opportunities are opening up for the money meisters.
For an exploration of how they are infiltrating this world and a look at how gaming might develop in the future, read my features In-Game Advertising in new Media Age magazine and Gaming in NMA Futures.
Comments